IMAX’s CEO isn’t buying Disney’s ‘Infinity Vision’ pitch for ‘Avengers: Doomsday’: It’s just ‘marketing’

Two of the holiday season’s biggest releases, “Dune: Part 3” and “Avengers: Doomsday,” are on a collision course of “Barbenheimer”-like proportions come December 18 — but IMAX CEO Rich Gelfond thinks “Dune” already has the upper hand.

The third installment in Denis Villeneuve’s series has already secured IMAX and IMAX 70mm screens for opening weekend, leaving Marvel’s “Doomsday,” which will bring back MCU Phase One characters to face off against Doctor Doom (Robert Downey Jr.), out in the cold.

Though “Doomsday” fans won’t be able to see the movie in IMAX, Disney announced its own large-format, high-fidelity option in April: “Infinity Vision,” which gives non-IMAX theaters with premium large-format screens Disney’s technical seal of approval.

The Infinity Vision website describes it as a certification that will guarantee moviegoers an “exceptional film presentation.” “This includes big screens, with bright images and outstanding sound,” the website states. “When you see the Infinity Vision badge, you know you are in for an incredible theatrical experience.” When asked about Infinity Vision, IMAX CEO Gelfond said his company is still the gold standard. “It’s not a new technological advance in any way; it’s a marketing initiative, because Disney could not play ‘Avengers’ in IMAX because we had committed to ‘Dune 3,” Gelfond told Business Insider. “Disney really wanted to figure out a way that they could market to audiences.

So they created this initiative,” he added. “It’s not going to open an additional projection system.

It’s not going to add any special look or feel to the film.

It is a way to market ‘Avengers.’ We’ll find out if it works or not.” Disney did not respond to a request for comment.

IMAX is on a hot streak lately, with filmmakers not only having their movies formatted for its screens, but also shooting on its cameras.

Christopher Nolan has been the leader of this craze, shooting his latest movie, “The Odyssey,” entirely with IMAX cameras — a first. “Dune: Part 3” is also riding the IMAX wave, with director Denis Villeneuve shooting select scenes with IMAX cameras.

IMAX tickets for movies shot at least partially in the format have been selling like hot cakes: Presales of “The Odyssey” in IMAX 70mm sold out within hours a year before the movie’s opening.

In the movie’s opening weekend, IMAX reported earning $51.8 million globally for its showings, more than 20% of the movie’s worldwide box office of $264.1 million. “The numbers this movie is going to do for IMAX are going to be among the best numbers in IMAX history,” Gelfond said of “The Odyssey.” Still, chances are, “Doomsday” will do just fine.

Fellow Marvel release “Spider-Man: Brand New Day” will also not have any IMAX screens in the US when it opens on July 30, and it’s on track to have a $200 million-plus opening at the domestic box office.